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3 hours ago
***What Every Customer Truly Wants - And How You Can Provide It!* economictips UniMarter
***What Every Customer Truly Wants - And How You Can Provide It!***

It finally hit me this week what every single client, customer, person and patron truly
wants -- and it's not what we're giving them. What we're giving people is details,
lots of details. They come in the form of product specifications, a list of attributes,
qualities, claims, guarantees, and service promises. These are all great but they
don't scratch the itch... they don't satisfy the real craving that each person longs for
in their day to day experience.That constant craving is for meaning.Think about it. When we are born, we are all basically blank slates -- empty
notebooks upon which nothing yet is written. As we go through life we sense this
blankness and we look to fill it in, write on it, doodle, draw, and color all over the
pages. In doing so our little book of life begins to take on the thing we want most...
meaning.How does this affect your company, products and branding? This insight provides
an opportunity to connect with your customer on a much deeper level -- an
emotional one. If understood, you can help them tell their story, strengthen their
identity and add purpose to their existence. Take coffee for example. Busy
commuters don't drink the stuff at Starbucks because it's convenient or cheap. They
do so because of the affiliation it brings them, the sense of belonging, ritual,
purpose, community, etc. In short it provides texture and meaning to what would
otherwise be a boring routine... driving to work.So if that's the case, why do we so often describe and position our products and
services in terms of their capabilities, functions and features? Does anyone really
want to buy a 6,000 pound piece of metal with wheels? Or do they want the feeling
of freedom that a road hugging convertible delivers? The strongest connection you
can make with your customer is not the tangibles you sell, but the intangibles you
instill. Build on that and you will build a loyal and profitable following.I shared in another article how Rolex was not really in the watch business, but in the
prestige business. A quality watch demands a fair price, but the value of prestige is
much higher. If a company owns the prestige position, customers will often proudly
state how much they paid, not how much they saved. Why? Because the product
added a sense of meaning. If you're continually being price shopped, that's an
indication you haven't connected with your customer on an emotional level, and
you've been reduced to a commodity.In thinking about your company's products and services, what purpose, what sense
of meaning do you deliver that you are not currently communicating with your
customers? Is there someway in which you enrich their lives, improve their
experience, give them a greater sense of who they are? If you can connect to these
emotional anchors, you will be building on bedrock. Your brand won't be subject to
the constant cost comparisons that so often plague companies that fail to resonate
on an emotional, meaningful level.As owner of a branding firm, I believe in enlightened marketing. I share
these insights because I believe that each of us has an innate capacity for brilliance.
And when I say "you are brilliant," it resonates within you because it's a truth, one
that is stronger than any adjective-filled copy. And the message is powerful
precisely because it's meaningful.Phillip Davis is president and founder of Tungsten Marketing, a professional naming
and branding company, located near Asheville, North Carolina. When not naming
companies, Phil can be found on the hiking trails of the Blue Ridge Mountains. His
work can be viewed at

#naming #branding #brandingstrategy #strategicpositioning #congruency #strategicbranding #
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